Fish&Fly - Adventure Fly Fishing: Simms to Sell Direct to Anglers
Simms to Sell Direct to Anglers
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Angling Trade - Kirk Deeter on 20/02/2012 11:57:00
Simms Fishing Products dealers were informed this week about the company's
decision to make substantial changes to its distribution plans. Most notably,
starting in August, consumers will be able to purchase Simms gear through
www.simmsfishing.com. The company also says it will forbid dealers to sell
current products on or through Amazon and eBay.
Source: AnglingTrade.com
CEO K.C. Walsh Answers The Tough Questions
The decision by Simms to sell direct comes as a surprise to few. Still, Angling
Trade has received feedback from the retailer community ranging from anger to
total ambivalence. In most cases, the reaction has been a desire to get more
facts.
With that in mind, Angling Trade editor Kirk Deeter interviewed Simms president
and CEO K.C. Walsh.
Here are the first of K.C.'s candid answers.
AT: How will Simms selling direct possibly benefit the specialty shop? Do you
recognize that there are consumers out there who buy waders at fly shops now,
who will not do that in the future?
K.C.: We see four basic consumer groups in fly fishing: 1) Traditional fly shop
consumers (like myself) who like the experience of being in a shop. They want to
try things on, and they're looking for expertise. I think they'll continue to
shop that way. 2) There are "efficiency" shoppers, who work in a tower, and
don't...
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